TEL AVIV, Israel — Erotex has rapidly risen as one of the largest wholesalers of mass market fabrics in Israel since its founding in 1977 by the Salzer Brothers (Menachem ‘Mem’ and Shlomi) and their partner Ilan Logasi. A cut length export business is being planned for rollout in 2017 from its China base that is expected to significantly boost the company’s business. Logasi was previously a trusted agent with the forerunner leather business started by the Salzers’ grandfather. Logasi handles sales and distribution; Shlomi handles administration and Mem is the head honcho. Erotex annual growth rate is around five percent which is quite incredible considering the small size of the Israeli market of eight million consumers, including 1.5 million Israeli Arabs. Everything is shipped from its $5 million inventory stored in its 2,500-meter warehouse in south Tel Aviv on Ben Zvi Road at the Panorama Textile Center. The made to order sofa business is a big industry in Israel and Erotex promises two day delivery to these customers like Niso and Kastiel, the largest sofa producers in Israel.  Ten sales people in a fleet of small cars cover the Israeli retail scene like a blanket and service is the key according to Mem. Many of the sofas end up in homes around the world from consumers who shop in Israel but live somewhere else. For example, Niso is doing a complete apartment in Manhattan, London, Belgium and Paris. It buys cuts from suppliers like Erotex and also Armel, another important competitor with a medium to high end wholesale line. The same is true for Kastiel which used to buy pieces but found that cut order was more efficient. Kastiel has a huge collection of hanging samples in its main office/showroom. The growth of Erotex has been propelled by the addition of a separate operation in Hangzhou, China known as EK. The Israeli operation buys $3-$6 goods in China which it sells to local manufacturers in Israel. Erotex says it was the first export customer for Yongshun, a fabric manufacturer in Shaoxing also known for its blackout lining business. The Hangzhou sister branch distributes cut order and pieces in domestic China and exports worldwide. The business includes fabrics and a significant aniline leather distribution business under the watchful eye of Michel Abesidon, a recent Australian émigré to Israel who has 26 years experience in leather. In fact, the leather logotype is incorporated into the Erotex name but leather is just a small but important part of the business today. Leather in fact is the foundation of Erotex and Abesidon is expected to make it grow further according to Menachem ‘Mem’ Salzer who recently married at the ripe age of 50. Erotex buys from Turkey, creates its own designs in house with its own design department and then converts its own jacquards in China. About 80 percent of the business is dedicated to upholstery. The Israeli operation is loaded with inventory and the current showroom is being expanded. An online presence is located at www.erotex.co.il.